Upheavals

Why most advertising doesn’t wash

The outrageously scary washing machine for sale seems to have the whole country in its grip. It even featured on the national news tonight. Gorgeous writing. And if you have the time, the questions and answers are an absolute scream.

But there are also some serious messages for marketers in this viral success story.

Despite what everyone says about needing to keep messages short, people will read something if it’s interesting, no matter what length it is.

Story is a much more attractive attribute than features - in fact, in this case and in many others, consumers will forgive features because they love the storyline. Story literally makes this washing machine more than what it is - even in a recession. It’s the porthole and the dinosaurs that are pushing the price up on this thing. This is not about whiteware. It’s an invitation into a whole other world.

People love to share, and sharing is addictive and cumulative. The more people share something - a product, a joke, an idea - the more they want to share it with others. This thing has huge talkability.

Now turn on the TV, and check the next set of commercials for wonderful interest, fascinating story and the compulsion to share.

Advertising isn’t dying because it’s finished. It’s fading in large part because it’s boring. We forget that.

POSTED: Friday, 12 June 2009

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